浅析京都念慈菴品牌延伸策略

摘  要

经济全球化发展的宏观背景下，企业面临的市场竞争越发激烈，保证企业长足发展的核心关键，是有效的运用品牌利刃，保证企业的市场地位。不过，在企业构建、经营、维护品牌的过程中，固有品牌的运营保护固然重要，全新品牌的创设、研发也不容忽视，而本文将借由探讨品牌延伸策略，研究企业如何应用品牌延伸，达到夯实发展基础，巩固发展实力的目的。基于此，本文将借由文献研究、案例分析等方式，以京都念慈菴为研究对象，在充分认识到品牌延伸概念的基础上，分析京都念慈菴的品牌延伸策略，掌握其品牌延伸决策，延伸实施情况，从而分析其品牌延伸面临的主要问题，认清新产品的认知度不高，产品细分不准确，新产品系列单一对品牌延伸的不利影响，以便拟定优化解决方案，从改善营销思维，改变细分定位思想，拓展品牌延伸方向等方向思考，拟定合适的品牌延伸思维，协助念慈菴科学开展品牌延伸策略，合理打造受人青睐的全新企业品牌。

关键词：京都念慈菴，品牌延伸，延伸策略

Abstract

Under the macro background of economic globalization, enterprises are facing more and more fierce market competition. The key to ensure the rapid development of enterprises is to effectively use the brand edge to ensure the market position of enterprises. However, in the process of building, managing and maintaining the brand, the operation and protection of the inherent brand is of great importance, and the creation and development of brand-new can not be ignored. This paper will study how to apply brand extension strategy in order to consolidate the development foundation and consolidate the development strength. Based on this, this paper will take Nian Ci'an in Kyoto as the research object by means of literature research and case analysis. On the basis of fully recognizing the concept of brand extension, it will analyze the brand extension strategy of Nian Ci'an in Kyoto, grasp its brand extension decision-making and implementation, so as to analyze the main problems faced by its brand extension, recognize the low awareness of new products and product segmentation. The inaccuracy and the single new product series have adverse effects on brand extension, so as to formulate optimized solutions, from improving marketing thinking, changing subdivision positioning thinking, expanding brand extension direction and other directions, to formulate appropriate brand extension thinking, to assist Nian Cian to carry out brand extension strategy scientifically, and to reasonably build a brand of new enterprises favored by people.

Key words: Niencian temple in Kyoto, Brand extension, Stretch Strategies

目  录

摘  要I

AbstractIII

一 绪　论1

二  相关理论概述2

三  京都念慈菴的品牌延伸现状分析4

（一）京都念慈菴简介4

1 京都念慈菴企业背景4

2 京都念慈菴发展历程4

（二） 京都念慈菴品牌延伸的决策5

1 新产品的产品定位5

2 新产品的消费者定位6

3 在原有产品基础上确定延伸产品7

四  京都念慈菴品牌延伸存在的问题8

（一）京都念慈菴品牌延伸中新产品的认知度不高8

（二）京都念慈菴品牌延伸中产品细分不准确9

（三）京都念慈菴品牌延伸的新产品系列单一9

五  京都念慈菴品牌延伸的优化建议10

（一）加大对京都念慈菴新产品的宣传力度10

（二）精准京都念慈菴品牌延伸中的产品定位11

（三）拓展产品深度并开发新产品11

六  结论13

参考文献18